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Consumer Psychology and Marketing

University of Warwick

Department of Psychology 2021/22

Module Code:


Module Name: Consumer Psychology and Marketing

Module Credits (CATS):


Module Convener

Sam Johnson

Module Teachers


Module Aims

This module covers both the basic principles of marketing and of consumer psychology, with an aim toward applying psychology principles in real-world business contexts. By the end of the module, students should have a fluent understanding of marketing from both a strategic (firm-level) and psychological (consumer-level) perspective.

Learning Outcomes

By the end of the module, students should be able to:

  • Understand basic concepts of consumer psychology
  • Understand core principles and models in marketing
  • Apply psychological concepts to real-world business contexts

Assessed by:

Project: Group Component

Project: Individual Component


Module Work Load

Module Length

12 Weeks


One 2 hour lecture per week


10 sessions of 1 hour


Attendance at lectures and seminars is compulsory

Module Assessment

Assessed work:

Project: Group Component

Project: Individual Component






Module Programme

Topics to be covered on the marketing side include the marketing environment (company, consumer, competitors), marketing strategy (segmentation, targeting, positioning), and the marketing mix (product, place, price, promotion). Topics to be covered on the consumer psychology side include motivation, cognition, decision-making, emotion, attitudes, and social influence.

Module Reading List

Readings will consist of a combination of popular press and academic articles. Examples include **(details tbc)**:


Levitt, T. (1960). Marketing myopia. Harvard Business Review.

Porter, M. E. (1979). How competitive forces shape strategy. Harvard Business Review.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing.


Optionally, students may wish to consult a marketing textbook to supplement ideas from the lectures and required readings, such as:


Grewal, D., & Levy, M. (2019). Marketing.


Details of required and optional readings will be confirmed nearer the start of term.